ConversionXL, Johnathan Dane – Google Ads Intermediate

ConversionXL, Johnathan Dane – Google Ads IntermediateRuthless prioritization and execution “recipes” are critical to Google Ads successAs a marketer, you know that Google Ads is an excellent platform for driving business success – regardless of your industry.But if you’ve ever struggled with understanding how to make this channel work for your specific business needs…you’re not alone.Learn a ruthless prioritization framework and get a full suite of execution recipes to follow so you’re always running ads that hit the right targets and get you the results you need.I’ve been doing Google Ads for quite some time already, but I learned so much from this course. It gave me one simple thing: confidence. And that changes everything.Luiz Coelho, Product Owner @ Projeto#ColaboraIntroduction video (1 min)After taking this course, you’ll…Know how to set realistic Google Ads goals – so you can prioritize things that have the biggest impact firstBe able to conduct insanely productive research by focusing on granularity principles and validate ideasUnderstand PPC temperatures – so you can follow the law of conversion intent and not waste time/resources trying to fight itComfortably navigate the entire Google Ads interface – so you can diagnose and find opportunities as you go alongBe a master of targeting and split testingKnow which optimization routines are the best – so that you can make quicker improvements with less time spent.Be able to scale all types of campaigns – so that you can grow conversion volume after you’ve achieved as ROAS and CPA you’re satisfied withKnow exactly which levers to pull for maximum impact with your Google AdsGoogle Ads could be your business’ best growth lever…you just need to know how to execute your campaigns properly.This course will teach you a proven, industry agnostic framework that’s guaranteed to help you drive consistent revenue growth at your company.This course is right for you if you…Want to be able to make your company more revenueWish to cut through most of the BS out there and optimize for what’s importantWant the strongest Google Ads foundation possibleThis course is NOT for you if you…Want a silver bullet to make you millions of dollarsAre not willing to put in the time and correctly execute to see the resultsTry to improve vanity metrics over business level metricsSkills you should have before taking this courseBecause this is an intermediate-to-advanced course, students should be familiar with Google Ads basics, including how Google’s auction systems work, the fundamentals of online advertising, and the importance of bringing value to targeted prospects. But most importantly, students should be curious and ready to learn.If you have the skills and experience described below, this course is a good fit for you:Have ad budget ready to use to put these ideas within this course into practiceWant to further yourself and your company’s ROI potentialWant to continue to learn and are okay with experimenting new approachesIt’s not often I come across people who truly understand performance marketing and acquisition – KlientBoost/Kite does.With an additional focus on retention and LTVs, they outperform the majority of other marketers who end up with tunnel vision.Sean Ellis, Founder & CEO @ GrowthHackersKlientBoost isn’t your typical crap-shoot, dime a dozen PPC agency. They actually understand quality traffic and more importantly, the vitalness of conversion. If you have a chance to work with them, take it, They’re marketing unicorns.Oli Gardner, Co-Founder @ UnbounceAboutJohnathan DaneJohnathan Dane is the founder of KlientBoost and Kite, a PPC agency and software solution helping clients scale revenue and performance.Over the past 6 years, Johnathan has built over two 50+ people agencies, spoken at digital marketing conferences and schools (namely Stanford) and been the paid acquisition mentor for 500 Startups.He has been part of hundreds of blog posts, podcasts, and webinars sharing knowledge while working on building all his successful recipes into Kite, the software that he believes will power the future of many PPC accounts.Your full course curriculumGoogle AdsLesson 1Meaningful MetricsWhen you dive deep into the Google Ads ocean, you’ll find that there are tons of pretty (yet meaningless) metrics to stare at.It’s important you understand which metrics to sacrifice in order to achieve your ultimate goals.Topics Covered:Understand the basics of metrics being offered within Google AdsKnow the difference between lead gen, SaaS, and eCommerce metricsCustomizing your Google Ads interface in a way that works best for youLesson 2More Accurate Goal SettingMany new advertisers believe (or hope) that online advertising is incredibly simple. Yet they fail to believe that mostly all success comes from stronger execution.A 10X return on ad spend is achievable, but you may have to be okay with lower conversion volume – this is why it’s important to discuss the differences in traffic performance and what each type can help you achieve.Topics Covered:Ignore industry averagesGoal focus with actual business impactLesson 3Understanding The Iceberg EffectThe simpler your campaign and ad group structure, the quicker you’ll learn what works and what doesn’t.By not using layers of targeting, you’re able to isolate and pivot at a faster pace to achieve the numbers you want.Topics Covered:The Iceberg EffectThe advantage of granularityLesson 4Native Google Ads Research ToolsGoogle’s own data is unparalleled compared to other “off-the-shelf” tools out there. It just has more accurate data.And while you won’t get any silver bullets (they don’t exist), you’ll get amazing insights you can use right away.Get immediately download ConversionXL, Johnathan Dane – Google Ads IntermediateTopics Covered:Google Keywords PlannerGoogle Display Planner (now part of Display campaign creation)Using what you find within the plannersLesson 5External Research ToolsWhile Google’s own tools are great, you can use external tools to increase your targeting footprint and find new opportunities, audiences, and keywords to target to gain higher conversion volume.Topics Covered:SpyFu, SEMRushWhatRunsWhereLesson 6Search & Shopping TemperaturesMany people think all conversion intent is the same when it comes to Google Search – but that’s far from the truth.Learn how effective advertisers use the law of PPC temperatures to structure their campaigns to achieve higher levels of ROI.Topics Covered:The four pillars of searchThe three categories of shoppingThe conversion scale for displayLesson 7Display & YouTube TemperaturesMost people believe that Display and YouTube are for brand awareness and impressions. Many smart advertisers however have made Display and YouTube generate higher ROI than Search and Shopping.Topics Covered:Best performing Display and YouTube audiencesArsenal of call to actions readySmoke testingLesson 8Search & Shopping Targeting OptionsKnowing the basics and advanced options when it comes to targeting is crucial so you know where to focus your efforts.This fundamental understanding will help you prioritize your build outs and optimizations.Topics Covered:Keyword match typesNegative keywordsRemarketing List for Search Ads (RLSA)Dynamic Search Ads (DSA)In-Market audience layersKeyword mining campaignsLesson 9Display & YouTube Targeting OptionsDisplay and YouTube offer more targeting options compared to Search. This also means that the potential for not getting results is higher.By understanding which targeting options to prioritize, you’ll have an easier and quicker time getting conversion traction.Topics Covered:RemarketingSimilar audiencesPlacementsKeyword contextualAudiencesTopicsDemographicsLesson 10The Bells & WhistlesWhile you won’t be spending too much time here, it’s important to know all the bells and whistles.This will help you troubleshoot things faster and speed up the time to achieve your goals.Topics Covered:RecommendationsToolsReportsShared LibrariesLesson 11The Main DashboardThis is where you’ll be spending most of your time. The main dashboard is where all the analytics, data, and optimization routines occur.Topics Covered:Custom viewsTabsColumnsFiltersLesson 12Campaign BuildYour campaign settings set the overall momentum potential and reach of your campaigns. While not difficult to set up, it’s important you understand the different options you have.Topics Covered:Campaign typesCampaign goalsCampaign settingsLesson 13Ad Group BuildsYour ad groups house your targeting and ad creative. The way that you set these up are crucial to your success – and it all comes back to the principle of granularity.Topics Covered:Ad creativeTargeting varietySingle keyword ad groups/single layer ad groupsLesson 14Filters, Scripts, Rules, & SoftwareBefore you start making adjustments to your campaigns and ad groups, it’ll be smart to have some safety nets that help you catch issues and help you make changes with ease.Topics Covered:Google Ads filtersGoogle Ads scriptsGoogle Ads rulesGoogle Ads EditorKite SoftwareLesson 15Weekly Optimization RoutinesTo simplify and prioritize your manual changes in your Google Ads account, it’s important you know which things matter most and which things don’t.Topics Covered:Ad testingBid adjustmentsNegative keywordsKeyword expansionAutomatic placementsLesson 16Monthly Optimization RoutinesDoing work for the sake of doing it isn’t fun, so to simplify your life even more, here are some of the bigger needle movers that will help you achieve your Google Ads goals.Topics Covered:Device bid adjustmentsTime based bid adjustmentsGeographic bid adjustmentsSearch partner performanceMicro conversion trackingLesson 17Keyword, Audience, & General ExpansionWhen you’re in a great spot with your cost per conversion and ROAS is looking good, it’s time to scale your volume to grow your overall profit and revenue.Topics Covered:Keyword expansionDisplay & YouTube expansionGeographic expansionNew offer/CTA creationsShow off your new skills: Get a certificate of completionOnce the course is over, pass a test to earn a CXL certification.Add it to your resume, your LinkedIn profile or just get that well-earned raise you’ve been waiting for.CXL Institute is an authorized LinkedIn education providerYou can add your education, certificates, badges – everything you learned and earned at CXL Institute into the Education section of your profile.How to find CXL Institute on LinkedInGet this course and 50+ others when you sign up for CXL InstituteThis course (and all others – full list here) are included with the CXL Institute subscription.At CXL Institute, you can take online courses on growth, digital marketing, optimization, analytics, persuasion – all in a single subscription.World’s leading practitioners teaching you their best stuff.50+ online courses on all things data-driven marketingNew courses added every single monthSign up for CXL Institute and get access to50+ courses (full list here) on all aspects of data-driven marketing (new courses added every month)4 Minidegrees that give you advanced level skillsTalk recordings by world class practitioners at CXL Live and Elite CampGot a team, multiple users? Get our Teams All-Access plan instead.The CXL Institute guarantee:7-day no questions asked money back periodYou can immediately apply learnings and improve your results.Need help convincing your boss?